Fully agree with EFF here, and what's most frustrating is that Google could actually be on the side of banning tracking, and win big over Facebook.
Google had a fully working, very lucrative business model in search term based ads. You search for "office rent Arizona", and Google shows you ads about offices in Arizona. No privacy violations.
There was no other problem with search term based ads except that Google wanted to pump up shareholder value faster than what that could give them.